The world of web design and UI/UX design is moving quickly. It can be hard to keep up-to-date with this ever-changing trend with all of the new developments, updates, techniques and tools that are constantly being introduced. Not to mention, these trends don't last very long. The web is a dynamic place where users and interface are consistently being challenged to be different. Here are some web design trends we are hoping to see in the upcoming year.

A focus on originality in illustration, typography and graphic elements are things that customers are looking for in brands. Authenticity strikes a connection with audiences, and brands should consider visuals that represent who they really are. Establishing a unique illustration style is one way to achieve this. Custom iconography, animations and large header visuals are unique ways for brands to establish identity. Big, sleek and bold typography is another powerful visual medium to create personality within a brand.

The decline of stock imagery as a web design tool is thought to be a powerful trend in 2017. Although a noticeable decline may not be realized within the next year, brands and designers will definitely still be thinking more carefully about the imagery they use on their site to represent who they are. For example, being particular on certain photography shots, angles and lighting is what sets one brand's photo of a burger apart from their competitors.

Anticipate seeing brands finding innovative ways to make an impact on web design using photography, typography, illustration and even animation. Becoming visually diverse and using carefully-considered graphic elements are the name of the game here.

If you've ever opened any website on your smartphone or other mobile device, you're more than familiar with responsive design. This is essentially an approach to building a site that is flexible in grid/layout and can adjust its content to best display itself on various devices - it is a site that moves fluidly between your phone, tablet, laptop, and desktop. But why is this going to be a huge trend in the coming year? First off, it's cost effective. Businesses can pay for a single site to be built and effectively deliver the content on multiple devices. Secondly, Google's ranking algorithm (which was updated in April 2015) actually boosts sites that optimize responsive design. Look for a huge increase in brands and businesses implementing this kind of change because web design is no longer constricted to a device with a mousepad and keyboard.

Most designers can spot a Wordpress layout in less than 3 seconds because these layouts are so clean and stick to a strict grid. On that same note, because they stick to a grid layout, they can become a bit rigid and creativity limiting. By moving away from the grid, web designers have the capability to create sites, applications and interfaces that are more experimental and interesting. The result is a free-flowing experience for both the developing side and the user experience side of web design. However, there will still be the challenge of designing responsively, because web design, first and foremost, should be user friendly.

The most impacting trend prediction for 2017 is long-form content, in short, letting your content sell your brand. As mentioned, the trend of mobile-friendly web design is becoming more popular by the day. Users have become comfortable viewing web content on a small screen and designers have begun implementing long-form content to the user experience. Having content take up an entire screen and taking a longer time to scroll through one image or one piece of content allows users to quickly scan large volumes at once in one fluid motion. This trend can work well across all devices and mediums, being flexible to the mobile device finger swipe to the mouse scroll on a desktop.

As with trends of any nature, some come and go, whereas others become fundamental. However, change happens at a quick pace in the creative industry and it is important to keep up-to-speed to stay relevant. Not all web design trends may apply to every brand's content, but it's always beneficial to know what is happening in the industry when attempting to create an effective and contemporary website.